Analýza chování spotřebitelů na trhu s Fair Trade produkty

Abstract

The main aim of this thesis was to analyse consumer behaviour on the Fair Trade products market. The work is divided into seven chaps. The first chapter contains an introduction. The second chapter deals with the characteristics of Fair Trade. It describes also the situation at the Czech Fair Trade market. The third chapter is dedicated to theoretical resources of consumer behaviour and a product definition. There was realized a marketing research for implementation of this work. A methods of personal and electronic questioning were applied, questionnaire was used as a instrument. Methodology of data gathering is described in the fourth chapter. Gathered information are analysed in the following part of this thesis. The sixth chapter summarizes the research results. On the basis of it the suggestions and recommendations for Fair Trade organizations and distributors of the Fair Trade products are formulated. The last chapter is the conclusion.